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What’s so great about the St. Louis Browns? HINT: It wasn’t their record.

March 4, 2015

St. Louis is consistently named as one of the best cities for sports fans, and HLK is known for creating digital experiences that tell an authentic brand story. That’s why it was an honor for the agency to work with the St. Louis Browns Historical Society to develop a new website that preserves the story and legacy of a team known not for their stellar franchise record, but for their colorful history.

The phrase “St. Louis, first in shoes, first in booze, and last in the American League,” became a popular way to describe the St. Louis Browns due to the team’s 44 losing seasons, 36 of which placed the team in sixth or worse place. The site www.thestlbrowns.com walks visitors through the team’s history and features biographies of the players, including their stats, in an effort create interest in the team and increase membership in the Society.

The St. Louis Browns Historical Society and HLK held a launch event for the new website at The Tiny Bar, a new 12-seat venue that serves high-end beverages and is host to a large St. Louis Browns mural that prominently features the Browns’ smallest player, Eddie Gaedel. As part of a 1951 promotional stunt, the 3 foot 7 inch Gaedel was brought in as a pinch hitter.

From left to right Jacob Fisher, Mary Janik, Joe Leahy, Peter Dycus, Emmet McAuliffe, Bill Rogers, Maeve Connor, Eric Karlovic, Justin Striebel



“For an organization like The St. Louis Browns Historical Society, where the team no longer exists, building an immersive digital experience is essential for the organization to connect with fans both old and new,” said HLK partner Eric Karlovic.


Joe Leahy, Emmett McAuliffe, Bill Rogers, Eric Karlovic

HLK is a full-service digital agency driven to create authentic brand experiences. Active clients include Nestle Purina, Monsanto, On The Run, Germ-X, St. Louis Cardinals, Mapquest, Emerson, St. Patrick Center and Webster University.